Along with encouraging consumerism as a result of growing platforms, advertising is finding more and more successful applications in the context of a globalizing world every minute. A world that, on darker days, may seem to us like a cat chasing its tail, with the intoxicated plunge of humans into an insatiable ingestion of things and, accordingly, the feedback - the shedding of goods of any order. Another trend can be traced, a social experiment with the main purpose - reducing unnecessary costs over a period of time - has been gaining prominence in the media for several years now. 

Perhaps the most widespread is the experience of Michel McGee, who shares her observations with the Guardian. She takes on the challenge of living only with the most essentials within a year. Selects 27's November 2015 Black Friday as the start date for its project. "Having the choice to spend or not to spend is a privilege," she concludes, as she reveals some of the accusations she incurs and the difficulties she goes through for a year. Having the choice not to spend it turns out to be an adventure with unexpected results. It is not the financial statistics that gain the focus of what is being said, but the consequences of an adventurous endeavor, such as it is, given the way of life in Western Europe in the 21 century, which turn out to be unexpected for it. In search of an alternative to cinema and concerts, McGow opens free theater shows and galleries, attending more exhibitions than ever before. She organizes a free bike tour and admits that she would not engage in activities such as camping at the seafront in other circumstances. At the core of this personal project, it doesn't seem so difficult, but in fact, we rarely think about how dependent we are on the cost of products of minor importance, and to challenge yourself to get out of the habit is not only an exotic sense of freedom, but and the generous fruits of self-criticism, restraint, and patience. 

A few years later, November was no longer only associated with the manifestation of consumerism on the eve of the holidays. In parallel with common initiatives such as No-shave November, which aims to raise awareness of cancer, also exists No-spend November - a month dedicated to reducing unnecessary costs. People from different countries and with different social backgrounds share their experiences in the virtual space, with the disadvantages of their "commitment", the obstacles they have to face, with the details of the consumer's diet that have fascinated or amazed them. Not all participants in the challenge condemn asceticism because the ultimate goal is not to reconcile the inconvenience of ultimate deprivation. 

The idea is that change comes when we seek it. And while addressing global environmental problems requires a strict and timely policy, involving more people in such initiatives seems like a good start to change. And when the personal example precedes the institutional one, we have reason to believe that we live in a healthier society.

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